Wake Up Iowa Coffee

Wake Up Iowa Coffee began its operations in 2011, rooted in the local coffee culture of Iowa City. The company was founded by Jarrett Mitchell, who initially took over a coffee cart operation from his friend Benji Hasen. The early days of the business were characterized by a grassroots approach, with the cart serving espresso drinks and homemade sandwiches to the local community, including late-night service to the local bar scene. This foundational period established the company's identity as a community-focused entity that prioritized direct engagement with its customers.

As the business evolved, it transitioned from a mobile cart to a more established roasting operation. The company utilizes a fluid bed roaster to process its single-origin coffees, a method that distinguishes its production style. Throughout its history, the company has maintained a collaborative spirit, working with other local entrepreneurs and businesses. For instance, Joel and Katrina Anderson, who later founded Little Scratch Coffee Roasters, were involved in the roasting and distribution efforts of Wake Up Iowa between 2015 and 2022.

In terms of its physical footprint, Wake Up Iowa maintains a roasting warehouse in Iowa City and expanded its retail presence in 2024 by opening an espresso bar and factory retail outlet in the Lower Beaver neighborhood of Des Moines. This expansion allowed the company to serve a broader segment of the Iowa market while continuing to offer shipping services across the United States. The company emphasizes freshness, with a policy of roasting coffee within the same week it is shipped to customers.

Sourcing and production are managed through a small, cooperative-style team. The company has historically engaged in local distribution methods, including bicycle deliveries in the Iowa City and Coralville areas, reflecting its commitment to community integration. Its products are also available through wholesale channels, including partnerships with local cooperatives such as New Pioneer Co-op, which highlights the brand's role as a regional producer.

Wake Up Iowa identifies as a BIPOC-allied business and has consistently positioned itself as a neighborly enterprise. The company's philosophy centers on the idea of businesses working together rather than competing, a sentiment echoed in its history of supporting and being supported by the local Iowa City community. This collaborative approach has been a defining characteristic of its growth from a single coffee cart to a multi-city operation.

Today, the company continues to operate as a specialty roaster, focusing on small-batch production and direct-to-consumer sales via its web store. By maintaining a lean operation and focusing on consistent quality, Wake Up Iowa has sustained its presence in the competitive specialty coffee landscape for over a decade. Its story remains one of organic growth, driven by local demand and a commitment to maintaining a personal connection with the coffee-drinking public in Iowa.